Marketers have begun to reap higher returns from the amount spent to advertise on Facebook's site during the holidays, but can the platform do the same for marketers all year long?
Nearly one-third of the revenue and conversions retailers saw between Nov. 1 and Dec. 2 from running ads on Facebook occurred on U.S. Thanksgiving Day and Cyber Monday, per a Kenshoo report. That means compared with Nov. 1, retailers generated between 13 times and 15 times more revenue from Facebook ads on Black Friday and Cyber Monday, respectively.
Of the five-day peak period, Cyber Monday accounted for 29% of total revenue, making it the single best day for social advertisers. On that day, retailers saw returns on advertising dollars spent grow on Black Friday 93% higher than the average seen between Nov. 1 and Nov. 27, and on Cyber Monday advertisers experienced 81% higher returns.
Kenshoo's data, which covers more than 3 billion Facebook ad impressions and clicks, reflects a representative sample of its global Kenshoo social retail clients, advertisers and agencies. It charts paid social media programs for the retail vertical with active campaigns tracking impressions, clicks, conversions and revenue.
Search marketers are making headway in social advertising. "We're seeing direct response marketers make Facebook a permanent part of their media plans and the huge spikes we saw on Black Friday and Cyber Monday are proof that Facebook is one of the first places retailers are turning to drive incremental sales," said Aaron Goldman, Kenshoo CMO.
Goldman calls Facebook "a great branding platform" and believes the launch of video ads will only provide more opportunity for brand marketers. "Add in the retargeting options with Facebook Exchange, Custom Audiences, and Twitter Tailored Audiences and social ads are also a great way to connect with current customers and prospects," he said.
Capture intent from search and drive interaction with social. "The only thing missing in social is the native intent signal: What is it that people are looking for at a very precise moment?" Goldman said. "That's where search marketing is so strong. Marketers that connect their search and social platforms get the best of both worlds."